O2 and Nike announce Priority Sports

UK MOBILE OPERATOR O2 has teamed up with Nike to announce Priority Sports, which will offer O2 customers opportunities for exclusive access to sports events, videos, products and apps.

Revealed this morning at an event in London, O2's Priority Sports app will give the network's 23 million customers the chance to become more active by the touch of a button. After its launch in August, consumers will be able to sign up for lotteries to access exclusive Nike events, including the chance to run with the brand's ambassador Paula Radcliffe and train with Manchester United star Rio Ferdinand.

Speaking at the London announcement, Radcliffe said, "Technology plays a huge part in enabling my training, and helps drive me forward. It can inspire and motivate, and the phone is increasingly at the centre of my life as I train and stay in touch."

As well as exclusive Nike events, O2 customers will also be able to access fitness advice and pre-order the latest Nike+ products before the general public. There's also a nifty feature that totals up how far a user has ran to reward them with tickets to music concerts.

O2 CEO Ronan Dunn said, "Your mobile is the centre of your life - now Priority access to your sporting passions has been added to Priority experiences, We want to bring customers closer to their passions, and deliver amazing digital experiences, all via their mobiles."

O2 will launch the Priority Sports app on IOS and Android in August, and the network told The INQUIRER that it "might" be coming to Windows Phone and Blackberry. In addition, from today O2 customers with an Android phone can get exclusive access to Nike's new GPS+ running app, which can be downloaded for free from Google Play. µ